Hoel online marketing actions to help independent hotels and accommodation providers compete with Google Adwords - inserted into hotel name organic search results.

1. Research - Inclusion of 3rd Party Resellers in brand name organic search results
Situation:
● OTAs are automatically inserted in Hotel brand name organic search results
● High commission 3rd party sites compete directly within brand search results
Solutions:
● Subdomain + create high value pages; - get guests direct
○ distribute link generously in email signatures, QR codes
○ optimize for maximum shareability
● Optimize for Bing + Yahoo
E. Craig
craig@ogn-xtra.com
Online Marketing
for Hospitality

2. Hotel name search - TripAdvisor has moved up to 2nd place
Google automatically adds OTAs to the map listing

3. Brand name organic results = 1st on page 1
Hotel site - after OTAs

4. Brand + location search
Organic results 1st Page 1
● drop down menu from brand owned site
● owner site - direct bookings - last choice

5. Brand name organic results = 1st on page 1
3rd Party sites within
brand name + map results

6. Geo + Brand search
Organic results = 1st on Page 1 + map
● Google + page promoted

7. Validated Google + Business Page - drop down booking menu- owner site last

8. Customers discover brands + names in online media, blogs + sharing plus OTAs
They search by name after discovery
= must be 1st on Page 1 in name
searches
Source - Google Think Customer Purchase Decision Path

9. Summary
● Hotels can expect an increase in 3rd party bookings, as a
result of this Google Adwords strategy
● Even big brands are affected - but smaller groups +
independent hotels do not have commission negotiation
power, so will see the impact on net rates more intensely
Prediction:
● Vacation rental, short terms apartments listings will be next
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Contact us for custom, ‘right size’ solutions
Liz Craig - craig@ogn-xtra.com
E. Craig
3 2013